B2B advertising is not consumer advertising with a longer form. The person who clicks the ad is usually not the person who signs, and the enquiry sits in a sales process for weeks before anyone calls it a customer. We build B2B Google Ads campaigns around that, not around click volume.
Keyword research, campaign structure, search campaigns, negative keywords, landing-page recommendations and conversion tracking, managed against the opportunities your sales team can work with.
Request a B2B Google Ads review →The searcher gathers the options. Someone else approves the spend. Between that first enquiry and the sales conversation, weeks or months go by, and nothing in the ad account moves while they do.
That changes the job. Reaching the right businesses matters more than collecting the most clicks, and it decides which keywords are worth buying, how the campaigns are split, what counts as a conversion, and how long you wait before you change anything.
This page covers the B2B side of that work: which business searches to buy, and what to count once the enquiry arrives. The platform-level detail sits on our Google Ads management page.
We run keyword research, campaign structure, search advertising, negative keyword management, landing-page recommendations, conversion tracking and ongoing campaign optimization for B2B accounts. That is one job, not seven, because each part changes what the others are allowed to do.
We look for the searches a business buyer makes while they are already comparing suppliers, and separate them from the reading-up searches that rarely reach a sales conversation. Intent and the value of the enquiry decide what stays in.
A B2B company usually sells several things to several kinds of customer. We split the account by product or service, industry, location, customer type and search intent, so you can hold a budget per area and read each one on its own.
Ad groups, match types, ad copy, bids and budgets built around the products or services you sell and the businesses you want to reach. The ad names its business audience before the click, not after it.
Broad keywords pull in job hunters, students and consumers. We read the search-terms report and keep the negative list current, so the budget stays pointed at searches from businesses that can buy.
What the page has to answer before a business visitor is willing to enquire, and where the current page asks them to go hunting through the rest of the site instead. Relevance to the search comes before length.
Forms, demos, quotes and calls tracked as separate actions, then read against your sales process rather than against click volume. Ongoing optimization follows the tracked data, not the plan the account launched with.
A buyer typing a supplier, product or specific solution into Google is already partway through comparing their options. A search campaign is there to meet them at that point, which is why paid search still works for companies that sell to other companies.
We target searches across these areas. What actually goes into the account depends on what you sell and who you want to reach, so read the list as a starting point, not a template.
Two searches can name the same product and mean completely different things. Enterprise CRM software comes from someone drawing up a shortlist. What is CRM software comes from someone still working out what the category is.
Informational searches aren't useless. They just shouldn't take a large share of the budget when the campaign exists to produce qualified B2B leads. We weigh six things before a keyword earns a place in the account.
Whether the search comes from someone comparing suppliers or someone meeting the category for the first time. Both are real searches. Only one of them is close to a purchase decision.
Whether the term actually describes something you sell, in the words a buyer in your sector would use for it internally rather than the words on your own website.
How much search sits behind a term, and what it costs to appear against it once the rest of your market is bidding on the same thing. Low volume with high intent often beats the reverse.
Where the businesses you can serve are, so the budget stops buying enquiries you would have to turn down and clicks from regions you do not ship, install or support in.
Whether the wording points at a buying decision. Pricing, suppliers, vendors, quotes, demos and comparisons behave very differently from definitions and how-to phrasing.
What one qualified opportunity is worth to the business. That number, not the cost per click, is what decides how expensive a search is allowed to be.
Most B2B companies sell several products or services to different types of customer. We split the account by product or service, by industry, by location, by customer type and by search intent instead of pouring all of it into one campaign.
Separation is what makes budgets controllable. It is also the only way to see which parts of the business generate useful opportunities and which ones quietly absorb spend behind an account-level average that looks acceptable.
There is no setting that finds the person who signs. We work the signals that do exist, using targeting, keywords, messaging and the landing page together, and we treat the reach as approximate, because it is.
In practice that means favouring searches that read like someone solving a problem for their company rather than for themselves. The wording of the search is the strongest signal available about who typed it.
The ad should say who it is for. Copy written as though a consumer will read it collects the wrong clicks and gets scrolled past by the buyer it was meant for.
A landing page for a business visitor answers the questions a buyer would otherwise hunt for across the rest of the site, in the order they tend to ask them.
Length is not the point. The next step should be obvious without anyone going looking for it, and the page should match the search the ad was shown for.
Targeting that is too broad produces plenty of enquiries and very few genuine sales opportunities, and the account looks healthy the whole time it happens. Conversions go up. The pipeline does not.
We track contact forms, demo requests, quote requests, consultation requests, phone calls, product enquiries and sales meetings as separate actions. A demo request and a general contact form are not worth the same to the business, so they should not land in the same column.
Where the data allows it, we connect lead quality back to the campaign that produced it. That connection is what shows which keywords bring worthwhile opportunities instead of which ones bring the most submissions.
B2B customers rarely buy on the click. The order is a Google search, then a website visit, then an enquiry, then a sales conversation, then a proposal, and only then a customer.
Immediate conversions describe the first step of that and nothing after it. We review B2B campaigns next to your sales process, to see whether the advertising is producing the kind of leads the sales team can work with.
Buyers also visit a website several times before they contact anyone. Remarketing keeps the business visible between those visits, subject to the applicable platform policies and audience availability, and it earns its place when the purchase needs research, comparison or internal approval first.
The waste is predictable. It arrives under the same handful of themes month after month, and every one of those clicks costs what a real buyer's click costs.
We read the search-terms report and add negatives against it, which cuts the irrelevant traffic and protects the budget. The exclusion list is never finished; new versions of the same searches turn up every month.
For B2B campaigns, clicks and impressions describe the top of the process and nothing that happens after it. These are the nine numbers we track instead, roughly in the order they stop being flattering.
Where there is CRM data to work with, joining advertising activity to the later sales stages gives a much clearer view of performance than anything the ad platform can report on its own.
A consumer campaign assumes the click and the purchase belong to the same person on the same afternoon. Every setting that works under that assumption quietly does the wrong thing on a B2B account.
The pattern repeats: broad keywords, traffic treated as the goal, unrelated products sharing one campaign, every visitor sent to the homepage, nothing excluded, one message reused for every audience, qualified leads untracked, and the longer B2B sales cycle ignored. Add those up and nobody can say whether the advertising is contributing to sales at all.
B2B is a way of running a Google Ads account, not a separate product. These pages cover the platform itself, the day-to-day management, and two sectors where the B2B approach has its own rules.
We build the strategy around the products or services you sell, the businesses you want to reach, your sales process, and what one qualified opportunity is worth. Book a free 30-minute call and talk to Davnoot about your B2B Google Ads campaigns.